Research is one of the most valuable tools for unlocking growth in SaaS, but too often, research projects fail to create impact.

In this episode of In Demand, Asia and Kim explore why research projects fail from the consultant’s side and the client’s side. They unpack the most common failure modes, like treating research as an end in itself, failing to get buy-in, or conducting great studies that never translate into action.

If you’ve ever wondered how to make your customer research matter, or how to keep it from collecting dust, this episode will help you turn insights into progress.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

• (00:02:40) - The difference between delivery failure and impact failure.
• (00:04:00) - Clients do not hire research for the sake of research, they hire it to achieve outcomes.
• (00:10:00) - Why project success often depends on who hires you within a company and their level of influence.
• (00:18:20) - The consultant’s job as educator and guide, not just researcher.
• (00:22:40) - How to get buy-in for research work and why buy-in must extend beyond your main project contact.
• (00:26:10) - How to involve clients in interviews without biasing results.
• (00:32:45) - Why watching recordings isn't enough and how live debriefs after calls are where the magic happens.
• (00:39:30) - The client perspective and building internal research and insights habits.
• (00:49:00) - Known knowns, known unknowns, unknown unknowns and why good research reveals both.
• (00:53:00) - Thinking like a journalist to gather insights without resources.
• (00:55:00) - When should you do research? Anytime you face a high-impact decision.